Redmart

RedMart, Lazada Group's supermarket arm in Singapore, offers quality fresh food, household essentials, and premium products with convenient home delivery seven days a week, year-round.

Project Overview & Context

RedMart's existing Supervisor Dashboard provides a high-level view of all deliveries, but lacks the granularity and real-time capabilities needed to manage operations effectively. Supervisors oversee 100+ delivery routes across 5 zones during each shift, requiring simultaneous monitoring and the ability to quickly drill down into specific routes when issues arise. The current system doesn't support proactive delay detection, real-time driver communication, or dynamic route reassignment—critical capabilities for maintaining on-time delivery performance and customer satisfaction.

year

2020

timeframe

8 Weeks

tools

Figma

Problem

Supervisors lack real-time visibility and control over delivery operations, creating three critical challenges: Limited Route Visibility Supervisors cannot simultaneously monitor 100+ delivery routes across 5 zones or seamlessly zoom into specific routes experiencing issues, forcing them to manage operations reactively rather than proactively. No Proactive Delay Alerts The system doesn't automatically flag routes at risk of delay, meaning supervisors only learn about problems after customers complain or deliveries are already late. Inefficient Incident Response When delays occur due to vehicle breakdowns, traffic jams, or weather, supervisors struggle to quickly contact drivers, verify issues, reassign deliveries to available drivers, and communicate delays to affected customers—leading to poor customer experiences and operational inefficiency.

Solution

I designed a delivery management platform centered on real-time visibility and transparent operations across all user roles. Real-Time Visibility & Hierarchy I established role-based access from customers to supervisors, ensuring appropriate visibility and accountability at each level. Proactive Issue Detection I implemented AI-powered map tracking to provide accurate positioning, automatically detect potential delays, and suggest optimal resolutions before customers are impacted. Intelligent Incident Management I enabled supervisors to verify issues, contact drivers, and reassign deliveries efficiently using maps and AI-driven "quick reflex" capabilities. The Result Supervisors gained control over 100+ routes simultaneously with proactive alerts and intelligent tools—transforming reactive firefighting into proactive delivery excellence.

Key challenges

Real-Time Data Visualization at Scale - Displaying 100+ active delivery routes across 5 zones simultaneously on a single dashboard without creating visual chaos. The challenge was designing a map interface that provided instant situational awareness while allowing supervisors to identify problemxareas at a glance.

Predictive Delay Detection Accuracy - Building an AI system that could reliably predict delays before they occurred, accounting for variables like traffic patterns, weather, driver behavior, and historical data. False positives would create alarm fatigue while missed delays would undermine supervisor trust.

Rapid Incident Response Workflow - Designing interaction patterns that enabled supervisors to move from delay detection to resolution in seconds—verifying issues, contacting drivers, and reassigning deliveries—all while managing 100+ other routes without losing context or making errors.

Multi-Role Information Architecture - Creating appropriate visibility levels for customers, drivers, and supervisors where each role received relevant information without exposing operational complexity or creating security concerns, while maintaining transparency and accountability.

Mobile-Desktop Experience Continuity - Ensuring supervisors could effectively monitor operations on desktop during shifts while drivers received clear, actionable updates on mobile devices, maintaining operational coherence across different platforms and contexts.

Design Approach

Operations Workflow Immersion - I shadowed supervisors during peak delivery hours to understand how they monitored routes, responded to incidents, and made reassignment decisions under pressure. Observing real operations revealed critical moments where seconds mattered and where the existing system created bottlenecks that cascaded into customer complaints.

Geographic Data Visualization Strategy - I explored map-based interfaces that could display density, status, and urgency across 100+ routes without overwhelming supervisors. Through iterative wireframes, I tested heat maps, route clustering, and color-coding systems to find visual patterns that communicated operational health instantly.

AI-Powered Alert System Design - I collaborated with data teams to define delay prediction parameters and designed alert interfaces that prioritized urgency while providing context. Prototypes tested how supervisors triaged multiple simultaneous alerts, informing the notification hierarchy and quick-action capabilities needed for effective response.

Cross-Platform Incident Management - I designed supervisor workflows for rapid verification, communication, and reassignment alongside driver-facing mobile interfaces for receiving updates and accepting reassignments. User testing validated that both experiences worked seamlessly together, enabling resolution within minutes rather than hours.

Final Outcome

The delivery management platform transformed RedMart's operations from reactive firefighting to proactive excellence. Supervisors gained real-time visibility across 100+ routes with AI-powered alerts that predicted delays before customers were impacted, enabling preventive action rather than damage control.

Intelligent incident management tools streamlined resolution workflows, allowing supervisors to verify issues, contact drivers, and reassign deliveries in seconds. The role-based transparency system kept all stakeholders informed appropriately—from customers tracking deliveries to drivers receiving clear instructions—creating operational efficiency that elevated on-time performance and customer satisfaction across Singapore's competitive grocery delivery market.